BIZ102 Understanding People and Organisations Assessment Reflective Report Individual/Group Individual Length 1,500 words (+/- 10%) Learning Outcomes a) Explain the importance of self- awareness and emotional intelligence, and analyse their impact on professional competencies b) Integrate strategies to effectively interact with others in a diverse professional context c) Identify and reflect on own strengths and their application in the business context d) Reflect on feedback to identify opportunities for self-improvement and professional development
PCD101_Assessment 3 _Case Study Report Page 1 of 6 ASSESSMENT BRIEF Subject Code and Title PCD101 Place, Culture & Destination Management Assessment Assessment 3: Destination Study Report Individual/Group Individual Length 2000 words (+/- 10%) Learning Outcomes b) Identify the factors that contribute to the creation of destination image and tools that destination managers use to influence image formation. c) Discuss the influence of culture on the tourist experience and strategies used by destinations to manage barriers to successful cross-cultural communication. d) Explore changing travel patterns & trends in global tourism and examine the impact of these on the management of tourist destinations e) Explain strategies used by destination management organisations to competitively market destinations to a range of different consumer groups. Submission By 11:55pm AEST/AEDT Sunday of Module 6 (Week 11) Weighting 50% Total Marks 100 marks Context: Successful destination management organisations are continually adapting their operations in response to changes in the external environment and consumer travel patterns. A range of different challenges arise as destinations progress through the stages of the tourist area life cycle (TALC) and destination management organisations need to manage these proactively. To remain competitive, destinations need to avoid slipping into stagnation or decline by developing innovative marketing strategies to continue to attract visitors to the region. In addition, the interaction between different cultures during tourist encounters (tourist to tourist, tourist to host, tourist to tourism providers) can be a double-edged sword. If managed effectively by a destination, cross-cultural communication can foster tolerance and understanding between different social groups, supporting sustainable tourism growth. However, a destination’s image as a holiday location can be severely damaged if regular clashes between cultures occur. PCD101_Assessment 3 _Case Study Report Page 2 of 6 This assessment will allow students to investigate factors that contribute to a decline in tourism within a destination and consider strategies to support renewed tourism growth. Students will also explore the role of cross-cultural communication in the development of destination image and investigate marketing strategies that destination management organisations use to alter a destination’s image to increase visitation numbers. Instructions: Students are required to compose a report in which they analyse the conditions within a developing tourist destination and develop strategies to support the growth of tourism. Students should base their discussion on a specific destination located overseas that is currently experiencing significant decline in visitation numbers. Within the report students are required to: • Provide an overview of the chosen tourist destination – location, attractions, history of tourism in the region, changes in visitation numbers, etc. • Explore at least three (3) emerging trends or shifts in consumer travel patterns that may have contributed to the current image of the region. These could be internal or external to the tourist destination. • Discuss cultural issues that could potentially lead to clashes with visitors in the chosen tourist destination and propose strategies that the destination could implement to promote cultural tolerance & understanding. • Identify an existing target market for the destination and outline the unique characteristics of these tourism consumers. • Propose three (3) marketing strategies to target the chosen consumer group. These should be designed to improve the destination’s overall image and future tourism growth. Submission Instructions: 1. Students should make significant references to the subject material and substantial wider reading. A minimum of five (5) academic (books & peer‐reviewed journal articles) & five (5) other sources (newspaper articles, trade publications, websites, etc.) must be used. These should be referenced in the APA style, both in‐text and in a reference list. References to ‘Wikipedia’ or similar unsubstantiated sources will not be accepted. 2. Extensions cannot be granted by the lecturer after the submission date. In the event of serious illness or unusual circumstances, a student may apply for Special Consideration in accordance with the rules and regulations governing this application, but it is important that such requests be made as soon as the circumstance is known. PCD101_Assessment 3 _Case Study Report Page 3 of 6 3. The report must be submitted through the Assessment section of the subject page in the learning portal. No email or hard copies will be accepted. PCD101_Assessment 3 _Case Study Report Page 4 of 6 Learning Rubric: Assessment 3 Assessment Attributes Fail (Unacceptable) Pass (Functional) Credit (Proficient) Distinction (Advanced) High Distinction (Exceptional) Overview of region as a tourist destination 10% No overview of chosen tourist destination provided or overview lacks detail/contains irrelevant information. Brief overview of a couple characteristics of tourist destination provided, lacks detail. Clear overview of some of the characteristics of tourist destination provided. Detailed overview of several characteristics of tourist destination provided. Highly detailed overview of a range of characteristics of tourist destination provided. Emerging trends/ shifts in consumer travel patterns 15% No trends or consumer travel patterns discussed, or trends/consumer travel patterns identified are irrelevant to the chosen destination. Implications of trends on destination current image not discussed. One or two relevant trends or consumer travel patterns identified however not clearly explained. Implications of trends on current image of chosen destination are not clearly discussed. Three relevant trends or consumer travel patterns identified, however discussion lacks detail. Limited explanation of implications of trends on current image of chosen destination. Three relevant trends or consumer travel patterns clearly outlined. Implications of trends on current image chosen destination clearly discussed. Three relevant trends or consumer travel patterns discussed in detail. Clear & detailed discussion of implications of trends on current image of chosen destination. Cultural issues & strategies 15% Cultural issues that could potentially lead to clashes with visitors in the chosen tourist destination not discussed and/or irrelevant to chosen destination. No strategies proposed to promote cultural tolerance & understanding. A couple of issues relevant to destination that could potentially lead to cultural clashes identified but not discussed in detail. Strategies proposed, however not clearly linked to supporting cultural tolerance & understanding. A couple of issues relevant to destination that could potentially lead to cultural clashes briefly discussed however more detail required. Strategies proposed, however more detail require to linked these to supporting cultural tolerance & understanding. A couple of issues relevant to destination that could potentially lead to cultural clashes discussed in detail. Strategies proposed are clearly linked to supporting cultural tolerance & understanding. Several issues relevant to destination that could potentially lead to cultural clashes discussed in clear detail. Clear strategies proposed that actively promote cultural tolerance & understanding, outlined in detail. Target market 10% Existing target market for the destination not identified and/or target Existing target market for the destination identified. Existing target market for the destination identified. Existing target market for the destination identified. Existing target market for the destination identified. PCD101_Assessment 3 _Case Study Report Page 5 of 6 market identified is irrelevant to destination. No characteristics of chosen target market outlined. Characteristics of chosen target market not clearly outlined. A couple of characteristics of chosen target market outlined, however further detail required. Several characteristics of chosen target market clearly outlined. A range of characteristics of chosen target market clearly outlined in detail. Marketing strategies 20% No marketing strategies proposed and/or these are irrelevant to targeting the chosen consumer group. Strategies do not contribute to the improvement of the destination’s overall image and future tourism growth. One or two marketing strategies proposed, however not clearly targeted to the chosen consumer group and/or lack detail. Unclear as to how strategies will contribute to the improvement of the destination’s overall image and future tourism growth. Three marketing strategies proposed that target the chosen consumer group, however additional explanation required. Strategies tenuously linked to the improvement of the destination’s overall image and future tourism growth, further detail required. Three marketing strategies proposed that target the chosen consumer group, clearly outlined. Strategies linked to the improvement of the destination’s overall image and future tourism growth. Three marketing strategies proposed that clearly target the chosen consumer group, explained in detail. Strategies expertly linked to the improvement of the destination’s overall image and future tourism growth. Correct citation of key resources and evidence 10% Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. No academic sources used. There are mistakes in using the APA referencing style. Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. Minimal academic sources used. There are many mistakes in using the APA referencing style. Demonstrates use of high quality, credible and relevant resources to support and develop ideas. A couple of academic sources used, There are